I search the web, and got part numbers for several brands of chips, doing project similar to what I had in mind (types of gadgets), downloaded the data sheets, read and compared. I never learned to program in 'C', so it was the Assembly Language instruction set, which was my focus. Most chips have similar features and functions. I chose AVR, and have no regrets. Around 130 instructions, 32 working registers, most instructions in on cycle. PIC had 36 instructions and only one register, instruction executed in one cycle, but you need use several instructions to often to deal with the single register. Was just my opinion, as I was looking to program in Assembly, and AVR looked best to me. If you program in a compiled language, like 'C', it doesn't matter, and you can get a faster chip, or more memory if needed. Most all microcontrollers are much faster than you will actually need for most projects, and need delay loops.
It all really comes down to a personal preference, most all will hand whatever task you have in mind. I doubt the difference are all the significant, just something to argue about. Depends on your budget, if you can afford it, try other chips. They all function about the same. I used Nigel's tutorials to learn how to hook stuff up to the I/O pins, since data sheets don't go into much detail, and I've never used a PIC...